Reach, Medienreichweite, Cobertura or Couverture? A view of OOH methodologies across countries

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Daniel Cuende, ESOMAR, WM3, Berlin, October 2010

New winds are blowing with the sound of bits and chips, making irreversible and deep changes in the media, from content to audience measurement. View Summary

New winds are blowing with the sound of bits and chips, making irreversible and deep changes in the media, from content to audience measurement. Until this point, most audience measurement systems have not kept pace with such changes. However, Out of Home is another story. “Digital” is contributing to make Outdoor into something stronger, flexible and fast (soon even cheaper). It helps plan in timeframes, dayparts, local content. New audience measurements provide accurate information for users/advertisers/buyers in OoH even in this new digital stage.

2

Reach/Frequency and Optimization Challenges as Traditional Media Go Digital: A solution from out-of-home

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Tony Jarvis and Pete Walsh, ESOMAR, WM3, Berlin, October 2010

The ‘long tail’ of digital media creates new challenges, not only for audience measurement but also for the design of media research databases, analytical systems and reach/frequency models. View Summary

The ‘long tail’ of digital media creates new challenges, not only for audience measurement but also for the design of media research databases, analytical systems and reach/frequency models. Current reach/frequency and optimization models generally work from the ‘bottom up’, as individual media units are selected and combined one at a time. This presentation describes a ‘top down’ solution for Out-of-home and its broader implications for increasingly fragmented media, notably digital and on-line, whose currencies are produced by the integration of diverse data sets.

3

Modelling and prospects for audience measurement of outdoor advertising using GPS devices

This paper describes how to integrate audience measurement and site visibility as the main research approaches in outdoor advertising research in a single concept. View Summary

This paper describes how to integrate audience measurement and site visibility as the main research approaches in outdoor advertising research in a single concept. Details are portrayed on how GPS is used on a large scale in Switzerland for mobility analysis and audience measurement. Furthermore, the development of a software solution is introduced that allows the integration of all mobility data and poster location information. Finally a model and its results is presented for the calculation of coverage of individual poster campaigns and for the calculation of the number of contacts generated by each billboard.

4

Atlanta and beyond. GPS and traffic modeling come together in a state-of-the-art ratings system for ambient media

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James Tobolski, William Rose, William McDonald and Joshua Chasin, ESOMAR, Online and Outdoor Conference, Geneva, June 2004

This paper focuses on the ways the best practices of traffic and media research have converged in an Out-of-Home ratings service, emphasizing what is new - and what remains the same - about audience measurement informed by those two fields. View Summary

This paper focuses on the ways the best practices of traffic and media research have converged in an Out-of-Home ratings service, emphasizing what is new - and what remains the same - about audience measurement informed by those two fields. It also illustrates the importance of using GPS and modeling to create ratings and the futility of GPS alone samples, particularly for major U.S. markets. Arbitron's Atlanta test described herein generated actionable ratings estimates by demographics for each of 7,500+ Outdoor inventory (98% of measured units). There are also details about research findings, including implications for Outdoor schedule building.

This paper provides an introduction to prior research on the use of GPS for measuring audiences to out-of-home media. View Summary

This paper provides an introduction to prior research on the use of GPS for measuring audiences to out-of-home media. It also describes the methodology and early learnings obtained by Nielsen Outdoor in developing a GPS-based audience measurement service in Chicago, United States.

6

Unleashing the power of place. Proving the impact of shopping centre advertising beyond reach and frequency for mall media planning

Advertising in shopping malls offers an unparalleled opportunity to communicate to consumers when they are close to point of purchase and perhaps more receptive to the message. View Summary

Advertising in shopping malls offers an unparalleled opportunity to communicate to consumers when they are close to point of purchase and perhaps more receptive to the message. However, two principal issues limit demand for this medium. The first issue is a lack of tangible evidence that shopping centre advertising 'works', the second is no standard reach and frequency currency or any other simple media metric to allow for planning. Over two years Eye Corp has conducted several research projects on the effectiveness of shopping mall advertising across two different countries. This paper summarises the results from this considerable body of knowledge, clearly demonstrating shopping mall advertising 'works' in terms of raising campaign awareness. Factors shown to drive campaign awareness are also presented. Overall, results are shown to be consistent across Australia and New Zealand. Evidence for relevance as an important driver of shopping centre ad awareness is also presented. In conclusion the authors argue for media to be considered and selected not simply in terms of reach and frequency but with regard to the more powerful consumer motivations of relevance and recency.

7

Looking for numbers. Making odds of the audiences for ambient out-of-home communication venues

Studies over the years have attempted to document the relationship between consumers and ambient media. View Summary

Studies over the years have attempted to document the relationship between consumers and ambient media. An array of research methods has been brought to the task: from focus groups to questions in syndicated studies to primary research in 'eyes-on' laboratory situations. Results generally indicate that ambient media in all the various forms deliver on the promise of audiences. However, systematic and comparable measures have been elusive. Until the research methods have been formally established, there are a number of valuable sources of information that can be taken into account to build into prototype or proxy audience estimates for various types of ambient media. This paper focuses on what is known and available now that can be used to 'estimate the size of audiences' for various types of traditional and non-traditional out of home or ambient media vehicles. The objective of this discussion is to illustrate methods of estimating audiences across ambient communication channels and sources of data, and placing value on proxy measures and integrating them into a media investment analysis.

8

Multi-media. Modeling and evaluating posters in a multi-media environment

This paper reports on the emergence of a new U.S. mass medium in enclosed shopping malls. View Summary

This paper reports on the emergence of a new U.S. mass medium in enclosed shopping malls. The substantial reach and national coverage of enclosed malls is empirically demonstrated in support of this mass media status. The quality of shopper traffic is examined as a consideration in estimating the value of the potential audience for this new medium. Specific developments of the last few years are reported by way of background. The research requirements for this new medium are outlined, along with the technical challenges posed by these requirements. Finally, a proposed solution currently in the research and development stage is presented.

10

The half-pregnant currency. The outdoor advertising audit, and follow-up steps in the Polish market

The paper describes an alternative, non-reach/frequency currency that can be utilized by the outdoor media industry for the purpose of buying outdoor advertising. View Summary

The paper describes an alternative, non-reach/frequency currency that can be utilized by the outdoor media industry for the purpose of buying outdoor advertising. The non-reach/frequency currency described is an Outdoor Advertising Audit, providing quality control for outdoor advertising operators and a proof-of-performance basis for billing for media agencies and advertisers. The paper discusses the implications for markets as-yet uncommitted to a reach/frequency currency and describes the potential for a temporary 'stop-gap' currency for these markets.

11

Applying professional surveying method to outdoor visibility

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Derek Bloom, ESOMAR, Online and Outdoor Conference, Geneva, June 2004

The paper describes the British poster visibility system: the research on which it is based, the classification of all roadside panels by surveyors using appropriate instruments, modelling the data, and application of the results to gross audience data to arrive at estimates of reach and frequency for outdoor campaigns. View Summary

The paper describes the British poster visibility system: the research on which it is based, the classification of all roadside panels by surveyors using appropriate instruments, modelling the data, and application of the results to gross audience data to arrive at estimates of reach and frequency for outdoor campaigns. Brief summaries are given of visibility systems in other countries, and a proposal is made for moving toward a greater measure of international congruity.

12

When less is more. Critical issues for advertisers in developing a global measurement approach and how VAIs could take outdoor measurement to a level of accountability to match TV

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Tony Jarvis, ESOMAR, Online and Outdoor Conference, Geneva, June 2004

Global advancements in passive electronic audience measurement of Out-of-Home/Outdoor media look promising and are a great improvement over the old-fashioned travelog/diary or mere traffic counts approaches. View Summary

Global advancements in passive electronic audience measurement of Out-of-Home/Outdoor media look promising and are a great improvement over the old-fashioned travelog/diary or mere traffic counts approaches. However, there are obstacles to overcome in implementing this new measurement and global standards need to be established and followed. To make the data as 'sound' as possible Visibility Adjustment Impacts (VAIs) should be applied site by site. Additionally, VAI approaches must be specifically modified for each different country: more research is involved, which will incur incremental costs. However, once the VAI approaches are created, measuring inventory for VAIs 'only has to be done once' - so it should be executed as accurately as possible. Discounting targeted gross audience passage data with VAIs - less will prove to give us more - a measurement of 'likelihood of seeing an ad' on targeted gross impact data for Out-of-Home/Outdoor media. This data, reflecting ad exposure rather than Opportunity-To-See, is critical to advertisers and their agencies when considering not only the different formats available in the OOH medium but also when comparing OOH to other media.

13

VAI experience in Latam. Application of the 'probably saw' concept for the planning of exterior advertising tools

This document describes the OutdoorScore methodology applied by Portland in Latin America, using concepts such as transport habits and VAI (visual adjustment impacts) in order to determine scores for each site audited. View Summary

This document describes the OutdoorScore methodology applied by Portland in Latin America, using concepts such as transport habits and VAI (visual adjustment impacts) in order to determine scores for each site audited. Obviously the application of the indicated tool and the analysis of the VAI theory leads to the professional handling of the exterior plans. The OutdoorScore is an online tool which uses PDA technology to establish a geographic reference at certain points to determine their impact, which brings us to an analysis of the respective levels of attention, impact, reach, frequency and coverage. The VAI technology is the hub of this tool because it is not the general impact of a place which is analyzed in order to answer the question of whether the consumer observes an exterior advertisement or not, but rather considers physical and discount factors which indicate if a location is better or worse than another. The paper presents the cycle of outdoor planning, the use of the tool and the application of VAI within this concept, and finally a practical case applied by Ford Mexico which will allow us to support the necessity of relevant information when making marketing decisions.

14

The Canadian experience in developing an outdoor reach and frequency model

This paper describes the utilization of GPS/cellular technology to record routes/distances travelled by respondents and therefore the opportunity to be exposed to outdoor advertising, providing the opportunity to build reach against various demographic target groups by outdoor advertising. View Summary

This paper describes the utilization of GPS/cellular technology to record routes/distances travelled by respondents and therefore the opportunity to be exposed to outdoor advertising, providing the opportunity to build reach against various demographic target groups by outdoor advertising. In Canada, the Canadian Outdoor Measurement Bureau (COMB) is currently carrying out surveys using this technology. Planned as a multiphase program, this first phase was intended to calibrate existing reach frequency models. Future phases will be used to build a national database of driving patterns, and hence exposures to outdoor advertising, by geographic and demographic targets.

15

Geoplanning. Improving quality in outdoor advertising planning

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Antonio Margoni, ESOMAR, Managing Media Data, Rome, November 1996

This paper describes a new technological approach to planning outdoor advertising campaigns through an approach which exploits the potential provided by new geographical software programs applied to marketing. View Summary

This paper describes a new technological approach to planning outdoor advertising campaigns through an approach which exploits the potential provided by new geographical software programs applied to marketing. After a general overview on GIS (Geographical Information Systems), their origin and application in the field of geomarketing, I shall focus on a specific GIS application (Geoplan) studied to solve problems linked to Outdoor, its structure, database and main functions. I shall also describe this application's aims, its potential users, i.e. sellers of outdoor advertising, as well as advertising agencies, media centres and advertisers in a broader sense, and, finally, its advantages for them.